Unmatched customer loyalty measurement for companies of all sizes
We’ve developed the Net Loyalty Score, a powerful metric designed to provide businesses with a comprehensive understanding of customer loyalty and how it compares to industry benchmarks.






































Since 2019 we've done 70+ customer loyalty measurements using Net Loyalty Score
Extensive analysis of all NLS measurements reveals a key insight: true loyalty emerges at a score of +30 or above. Interestingly, the highest recorded NLS was +62, while the lowest was -60. This vast spectrum highlights the diverse range of customer experiences and underscores the importance of targeted strategies to cultivate stronger brand loyalty.

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Why you should measure customer loyalty

Comparison with competition & markets benchmark

Find out what is important and what matters for your customers

Overview of the level of loyalty of your customers

Summarized evaluation of your loyalty initiatives

Let your customers have a voice by empowering feedback

Get information for strategic decisions in loyalty sphere
Net Loyalty Score Framework
Net Loyalty Score (NLS) is a data-driven metric that gives your company a clear picture of loyalty variations across different customer segments. By assessing the responses to questions related to each loyalty domain – Appreciation, First choice, Emotional loyalty, customers and segments are assigned the NLS score from -100 to +100 and categorized as either loyal or cold.
This categorization allows companies to understand the situation of their companies’ loyalty and identify the weakest domain that requires targeted attention to enhance overall loyalty.

Start again
Crowd of random disloyal pedestrians

Create a new loyalty strategy from scratch

Warm up
Bunch of cold transactional shoppers

Revamp the loyalty strategy

Ignite
Cohort of positive & interested customers

Innovate the loyalty strategy

Keep pushing
Fanclub of loyal & enthusiastic members

Keep the program profitable
It is further enhanced by three more metrics
Share of Wallet
Share of Wallet shows the averted side of customer loyalty. It’s a crucial metric in customer loyalty measurement, providing insights into the extent to which your company holds a customer’s purchasing power. It quantifies the percentage of a customer’s overall spending that goes towards yout company.
Loyalty Program Evaluation
Assessing the performance of a loyalty program relative to industry benchmarks provides valuable insights into its strengths and weaknesses. By comparing the customers’ perspective on loyalty program’s qualities, your brand can identify areas for improvement and opportunities to enhance the program’s effectiveness.
Termination Snap Test
Results of the Termination Snap Test give insight on the impact the loyalty
program and state of mind of potentially affected loyal customers. This can help
your company understand customers’ reaction to changes, and the subsequent
changes in purchase behavior as a result.
Customer loyalty in numbers
80 %
of profits come from loyal customers
10 %
of additional revenue only through good work with retention
20 +
years of experience managing customer loyalty
Benefit from using Net Loyalty Score

Net Loyalty Score is a reliable benchmark that assesses the state of loyalty of the customer base within the market and the industry.

Results correlate with real behavior of customers, which has been compared to and verified by the analysis of real transaction data.

Net Loyalty Score compares the behaviour of different customer groups, countries or brands, and their evolution over time.
Loyalty Express methodology in nutshell
1
Collection of data from customers
2
Analysis and interpretation
3
Closing loyalty strategy workshop
Ready to measure your customer loyalty?
Contact us and we’ll get back to you as soon as possible!
Our Loyalty Team

Radek Hrachovec
Partner at Voxwise
Certified Loyalty Marketing Professional
radek.hrachovec@voxwise.com

Martina Langová
Loyalty Consultant at Voxwise
martina.langova@voxwise.com
Struggling to take the next step towards loyalty?


